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The Routledge Companion to Marketing Research

The Routledge Companion to Marketing Research

Len Tiu Wright
Barcode 9780367694319
Paperback

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£55.19 - £55.19
£55.19
£55.19 - £55.19
£55.19

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Release Date: 09/01/2023

Genre: Language & Reference
Sub-Genre: Business & Finance
Label: Routledge
Contributors: Len Tiu Wright (Edited by), Luiz Moutinho (Edited by), Merlin Stone (Edited by), Richard P. Bagozzi (Edited by)
Language: English
Publisher: Taylor & Francis Ltd

This single volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice.

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This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice.

Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as:

  • Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis

  • Big data

  • Neuroscientific techniques and physiological measures

  • Voice prints

  • Human–computer interaction

  • Emerging approaches such as shadowing, netnographies and ethnographies

Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice.


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